Northridge, CA - What Kids Want recently donated toys to MSM Economic Development Corp., a non-profit organization dedicated to empowering undeserved urban communities. The donation was coordinated by The Toy Bank, a partnership between Gifts In Kind International, the leader in product philanthropy and the 3rd largest charity in the U.S., and the Toy Industry Foundation (TIF), the philanthropic arm of the Toy Industry Association (TIA).

MSM Economic Development Corp., provides basic tools to improve the quality of life of low-income families in Los Angeles County. MSM and What Kids Want came together with help from the Toy Industry Foundation. Since its inception in May 2003, more than 200,000 disadvantaged kids have received toys through The Toy Bank, which links TIA member companies with charitable organizations nationwide. TIF's goal is to unite the toy industry as a catalyst in bringing joy, happiness and comfort to children in need through the experience of toys and play.

"The Toy Bank's efficiency and professionalism in handling our donation was impressive," said Dave Schwartz, Senior V.P., Marketing with What Kids Want. "Immediately after receiving our inquiry, we were placed in touch with MSM, and the result is that numerous toys are now being distributed to the community's neediest children."

For further information concerning donations to The Toy Bank, contact Barbara Florence at 703-836-2121 or via email at bflorence@giftsinkind.org.